Factors affecting the shopping behavior of consumers for powdered milk - the moderating role of ethnocentric orientation

Abstract

This article focuses on the factors that influence the purchasing behavior of powdered milk consumers in Ho Chi Minh City, Vietnam, and mediating role of the ethnocentric orientation in these relationships. The results show that factors such as perceived control over behavior and monthly income directly influence purchasing behavior. Perceptions of quality, price, behavior attitudes, and cultural orientation also influence consumer purchasing behavior through purchase intention. However, the study did not find any impact of social influence factors and perceived control over behavior on purchase intention among the surveyed subjects. Ethnocentric orientation plays an important role in regulating the relationship between perceived quality and purchase intention, as well as the relationship between attitude and purchase intention. These results have practical implications for managers to better understand the domestic consumer purchasing behavior of powdered milk and improve management and marketing strategies for domestic milk products.